Marketing in a Multicultural Finland
Ahed, Ibrahim Hussein (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024061823632
https://urn.fi/URN:NBN:fi:amk-2024061823632
Tiivistelmä
This thesis is built on a commission for the case organization Startup Refugees. The case organization is a non-profit that focuses on supporting immigrants, refugees and asylum seekers living in Finland with finding job opportunities and starting businesses.
The theoretical framework of the thesis focused on defining marketing, marketing communications and processes related to marketing communications. Furthermore, the theoretical framework focuses also on multicultural (ethnic marketing), understanding the ethnic consumer and the impact of acculturation on the consumer.
To support the theoretical framework, first-hand quantitative data was gathered from a questionnaire conducted on the target group. The author also gathered qualitative data in the form of an in-depth interview with case organization staff. Research findings suggest that in order to understand the multicultural consumer it is important to understand the role language and acculturation play. The research also showed that although living in Finland for years immigrants might still not feel connected to Finland.
Based on the findings the author drafted recommendations to the case organization. Growing immigration to Finland will have a great impact on how marketing is done in the future. Thus, the author suggests that the topic is researched further with a bigger sample group diving deeper into the mind of the multicultural consumer.
The theoretical framework of the thesis focused on defining marketing, marketing communications and processes related to marketing communications. Furthermore, the theoretical framework focuses also on multicultural (ethnic marketing), understanding the ethnic consumer and the impact of acculturation on the consumer.
To support the theoretical framework, first-hand quantitative data was gathered from a questionnaire conducted on the target group. The author also gathered qualitative data in the form of an in-depth interview with case organization staff. Research findings suggest that in order to understand the multicultural consumer it is important to understand the role language and acculturation play. The research also showed that although living in Finland for years immigrants might still not feel connected to Finland.
Based on the findings the author drafted recommendations to the case organization. Growing immigration to Finland will have a great impact on how marketing is done in the future. Thus, the author suggests that the topic is researched further with a bigger sample group diving deeper into the mind of the multicultural consumer.